Heinz

PUB. DATE

August 2008

SOURCE

Marketing (00253650);8/6/2008, p56

SOURCE TYPE

Trade Publication

DOC. TYPE

Article

ABSTRACT

The article presents a telephone conversation about the rebranding of the Heinz Baked Beanz brand. The conversation focused on the reason why the brand is repositioning in the market. The call-handler explains how British consumers use the brand name to refer to the product. A rating is presented on how the careline staff handles the call.

In this article the author shares his insights on branding strategy. He states that it is important to give the brand its unique identity by using innovation and partnerships to strengthen luxury positioning. He adds that it is important to work with partners who truly share the company's values...

There are ample reasons that geographic variation in brand share persists. This comment highlights intentional strategies and feedback loops. Trade promotion, advertising, coupons, and special events are likely to be differentially allocated on the basis of market position and may have different...

The article reports on the strategies employed by Pfizer Inc. to strengthen the market position of Viagra, its proprietary impotence pill in New York. The new drug has set a new record for any prescription drug launch by generating 182.2 million dollars for its first two months of sales. But...

The article discusses the value proposition, a strategic tool that emphasizes brand management for the benefits of the customers. It is the basic part of a marketing campaign in achieving prosperity for the company and a system that potentially lead to sales growth for a firm market position if...

The article reports on the plan by the French hotel firm Accor SA to revive the Pullman Hotel brand as part of repositioning of its portfolio in Europe. The company is upgrading its Sofitel brand to luxury status as part of the changes. Furthermore, Accor is also relaunching its All Seasons...

Discusses the reduction in the effectiveness of brand marketing. Dependence of brands on marketing for its existence; Reasons for the ineffectiveness of brand marketing; Ways to improve sales marketing; Success of the marketing strategy made by Chico's apparel.

Last year will undoubtedly be consigned to the history books as the year in which rebranding program peaked as of May 2003. Corporations from all sectors embarked on the holy grail of repositioning in 2002. Yet very few emerged unscathed. They were falling down at the first hurdle or blasted by...

This article reports on the repositioning of the LeMenu frozen dinners of Campbell Soup Co. with a new line styled after casual eateries such as Bennigan's, Houlihan's and T.G.I. Fridays as of October 1991. The company will introduce nationally LeMenu New American Cuisine, a 12-item premium...